PRODUCT STARTED WITH $10,000 IN TV MEDIA AND IS NOW IN THOUSANDS OF RETAIL STORES
BACKGROUND
Two sisters, Hayley and Jennifer, created bedding that kids can easily zip shut to quickly make their beds in the morning. They appeared on Shark Tank and declined any deals because they believed they could launch better on their own. Days after the show first aired, they raised money from investors and prepped the product line for launch.
CHALLENGE
Even with a great idea, how can a brand new, small company compete in the hyper-competitive bedding category? And with a relatively limited budget from their new-found investors, how could they raise awareness and demand while profitably growing their business?
STRATEGY
Zipit Bedding launched on national TV with a :60 and :120 campaign targeted at moms and kids. Moms love Zipit Bedding because it helps their kids to make their own beds, and kids love the product because the designs are really fun, and kids love zipping
themselves into bed to go to sleep every night.
RESULTS
They started with a $10,000 TV media budget, and they were profitable in the very first week. After several months of profitable TV advertising, they decided that they no longer wanted to run the day-to-day operations of the business, and so, with the help of Harvest Growth, they licensed Zipit Bedding to OnTel Products, the marketers of Pillow Pets and hundreds of other wildly successful As Seen On TV products. Shortly after that, the product was successfully sold into Wal-Mart, Target, Bed, Bath & Beyond and dozens of other national retailers.
